Killed the 1-bottle option, AOV jumped 38%
Tried this last week on a skin-tag offer doing fine but boring margins.
Old order form: 1 / 3 / 6 bottles. Most buyers grabbed the single. AOV sat at $48.
New form: removed the single entirely. Defaults to 3-bottle "most popular," pre-selected, with the 6-pack framed as "best value, free shipping."
9 days, 600+ orders:
— AOV $48 to $66 (+38%)
— Refund rate basically flat (+0.3%)
— Front-end CVR dipped 4% but net revenue per click went UP
Losing a few price-sensitive buyers is fine when the rest spend more. Don't anchor cheap. Make the middle option the obvious one and let the whale package sit there glowing.
Go test it.
Nutra Trench
@NutraTrench
Killed the 1-bottle option, AOV jumped 38%
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